The Disadvantage Of "Relying On Heaven" Is Once Again Showing &Nbsp; Jinjiang Clothing Enterprises Are "Startling".

The impact of climate on clothing sales is more and more obvious.

Unsalable autumn clothing triggered a chain reaction, "relying on heaven" inferior again

"Every day I pay attention."

Liu Hong, director of the brand of marasini, pointed out that in fact, the abnormal climate brings not only the decline of sales volume to the garment industry, but also the adjustment of prices, the flow of funds and warehousing.

From the warm winter of 2008 to last year's "extremely cold" rumors, and then to this year's "cold spring," in recent years, the "clothing industry" relying on the weather has constantly encountered more and more unpredictable abnormal weather. We have to reflect on the drawbacks of the industry and have to wake up: with the change of the earth's environment, abnormal weather will become normal. At this time, how should clothing enterprises respond?

Unsalable price war of autumn wear is on the trigger

Last Tuesday is the beginning of winter. From the solar terms, winter has arrived.

However, on the website of the China Meteorological Administration, reporters saw that from October 12th to November 10th, such a late autumn season, the highest temperature across the country almost exceeded 10 degrees C, especially in the south of the Yangtze River, the highest temperature was generally more than 25 degrees C.

"This kind of weather makes people fall short of interest in autumn clothes, because the season has passed, and it makes people not too cold for winter clothes, because it's not cold."

Zhang Yufeng, the marketing director of the company, also studied the National Climate every day. His pile of data charts on his desk made him disappointed with this year's "God".

In fact, this year's "God" made the whole industry very disappointed.

Reporters surveyed several enterprises, both said that the total number of sales in autumn this year fell by 20%-30% compared with the same period last year.

Such data have already consolidated the situation of the southern areas with greater impact and the less affected northern regions.

At the same time, the enterprises surveyed include the brand in the domestic front line, including the brand attacking the three or four line market, including the business casual men's clothing enterprise, including the new fashion leisure brand.

The more painful thing is in such a distributor as Xu, a region like Zhangzhou, where the temperature has remained high, and it has been difficult to cool down, catch up with the rain, and few people have shopped.

So he put in 1500 cotton t-shirts, and there are 1000 left.

For Xu, he had no idea what brand image he had at the moment. "Like cotton T-shirt, this seasonal product can only be promoted quickly and how much it can be saved."

Xu always sighed with regret.

As a result, a price war on autumn clothing is almost instantaneous.

The product promotion is undisputed, but in fact, because of the seasonal characteristics of the products and the upcoming peak season for winter wear, there are few large-scale discount sales for autumn wear.

Mr. Lin, who is engaged in clothing sales for more than ten years, said that at present, the brand has quietly started the price war of autumn clothing, which will not be a good start. "Now we should not only grab the first wave of goods, but also grab the first wave of discount, which will disrupt the industry rules."

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Chain reaction capital chain "congestion"

Although the industry rules are broken, Xu can only do so.

For him, not only is sales affected, but more painful is that 1000 cotton t-shirts are priced at 250 yuan per piece, and if not processed in time, he will be occupied 250 thousand of the cash flow on this product.

This will directly affect his pick up of winter clothes and the order of spring and summer next year, and his capital chain will be blocked.

Like Xu Chang, a dealer who is not willing to destroy the whole army, the "unfinished" autumn clothing is "blocked" in the terminal store to promote sales, but a batch of winter clothes that have been completed have been blocked from the head office to the branch store to the terminal store.

As a matter of fact, the storage space of most companies, branches and terminals is not large enough to carry heavy traffic in winter clothing, so they can only end up at the end of the terminal.

The unsalable sales of autumn clothing have caused a series of "congestion".

This year's "no autumn" climate brings chain reaction. On the one hand, it has caused the price war which the merchants have to carry out and a series of "heavy traffic jams", on the other hand, it has affected the sales of winter clothing.

"This is even more overwhelming."

Mr. Lin said.

Mr. Lin said, last year around October 20th, the terminal began to sell winter clothing, but this year it is completely sold, and this year's new year ahead of time, which means that the sales cycle of winter clothing will be greatly shortened this year, and winter clothing has always been the hope of clothing enterprises for a year.

What's worse is dealers who saw last year's winter wear sell well and went crazy this year.

For them, only pray for the weather to be "cold" and catch up with the cold winter, they can make a killing. Catching up with the warm winter will be worse.

Once encountering warm winter, it will be a chain reaction.

The focus of this year's weather anxiety has spread from autumn clothes to winter clothing, from this year to next year.

"The winter stock is generally quite adequate this year. Once the winter is warm, it will be another bloody battle or a large amount of stock will be generated. Once the stock is generated, it will be stranded in large quantities and will affect the order next year."

Not only is Xu general, such as Shi Hairong, Zhang Yufeng, Liu Hong and so on, including the general manager of war wolf family clothing.

Weather conditions have tightened a string throughout the industry.

The malpractice of the industry mode is "startling at every step".

Zhang Yufeng pointed out that in today's clothing industry, there are too many people who play the same mentality.

From brand enterprises to agents to distributors, almost all of them are "relying on heaven for food".

However, although they are "relying on the weather", the risk is different.

For brand enterprises, the more risk comes from the risk of non pick-up and arrears arising from the break-up of the capital chain of distributors and agents. For dealers, risks are everywhere. Sales volume, capital chain, warehousing, and even the right to represent the brand in the local area are all "startling".

This year from summer to autumn, this long off-season is testing the endurance of the whole industry.

In contrast with the long off-season, the brand companies have been trying to advance the order in the past two years.

Shi Hairong believes that in order to seize more favorable and better supplier resources, brand enterprises will continue to advance orders.

Orders will be advanced, and the order is ahead of schedule. The production is ahead of schedule, and the shipment is ahead of schedule. Therefore, many enterprises have already finished all the goods in winter before the winter has arrived.

Eventually, we created the "congestion" incident we analyzed above.

After that, we can only listen to fate.

Obviously, orders will be beneficial to brand enterprises in advance. Abnormal weather will cause more congestion and more dealers will be blocked.

Therefore, people in the industry pointed out sharply that nowadays, brand enterprises and distributors are still the relationship of "pfer of property rights". Brand enterprises are more concerned about producing goods and pferring them to dealers, then collecting money, leaving more risks to dealers.

To some extent, the buying and selling futures system and the continuous advance order will deepen the fate of the clothing industry.

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Thinning the upper cargo band "step by step"

It is generally believed that the disadvantages of the cooperation mode between brand enterprises and distributors are difficult to solve in a short time. However, by adjusting the ordering and shipping mode, and paying attention to the weather, we can avoid more or less the passivity of "relying on the weather".

"Nowadays, our order and delivery mode is too rough. Orders will be fixed in two seasons a year, and goods will be sent out regardless of their life and death."

Mr. Lin pointed out that in fact, the wave band of goods is very particular.

Liu Hong also said that fine production, refined the upper cargo band, the weather will be relatively small impact.

Because the cargo area itself is based on different weather on the product cycle cycle refinement, relatively delayed the loading time of winter clothing.

At the same time, brand enterprises have refined the shipping band, which means that the goods on terminal stores will be more scientific and the display will be more particular.

Refined cargo band, though constrained by the speed of supply chain reaction, is still being explored by many companies such as Li Lang, HOPERISE, Wolf Road and so on. For example, there are 12 cargo bands in the same year, and HOPERISE is 15 days.

For example, we will arrange the cargo band according to the analysis of the life curve of commodities. "Even in the middle of the season, we can integrate the supply chain according to the market demand and the timely analysis of the sales data in the quarter, so that we can achieve a continuous and new 100% spot supply throughout the year, not only fast and accurate."

Wang Weiwei, deputy director of the media.

Besides, he also tried to adjust shipments through information technology.

Each store has to fill out a simple questionnaire on local weather, air temperature and customers' clothing status every day, and send them back to headquarters at work.

In this way, the headquarters has control over the weather conditions around the country, and the specific delivery arrangements for each store are targeted.

Only a simple terminal input, pmission and integration information system, enterprises will not only control the shipments in the largest precise value, but also accumulated a year of weather data, which will be of great reference value for the next year's stock delivery, guidance and production.

Xiao Bing, deputy general manager of JIM S operations center, believes that weather is the first element that the clothing industry needs to pay attention to.

Xiao Bing introduced that JIM 'S has a "weather station" in every province, that is, every area has a special person to record the local climate, and there will be regular exchanges of weather and goods between different regions.

"Our store manager will analyze and summarize 10 kinds of potential unsalable products according to local weather and sales data weekly, and make timely adjustments to avoid the loss of customer lists."

Reporter's notes

"Sell clothes" VS "sell fashion".

"Warm winter", "thousand years of extreme cold", "late spring chill", "no autumn", in recent years, "God" more and more love to make trouble.

This may worry the clothing enterprises that rely on heaven's clothing, but when most of the clothing enterprises are in spite of the resentment of "God", some enterprises are more comfortable.

In an interview with an insider, he said, "we sell clothes, and people sell fashion."

The so-called selling clothes, naturally rely on the sky, we have never sold out of the original function of cold and shame; the so-called fashion selling, its consumers are impulsive consumption, its consumption is just because "love you no reason", you are cold, hot days, that is, on a hot day, he may buy a fur to go home.

Look at ZARA and H&M. In a shop, they often have their vest and coat to cover their fur. At this point, why do they need to manage the cold weather outside?

From "buying clothes" to "buying fashion" is a trend for Chinese consumers to consume in the future. If this trend is grasped, it may also get rid of the fate of "relying on heaven".